Data Marketing and Analytics

The course provides students with basic knowledge of the fundamentals of business ethics, as well as the economic, environmental and social sustainability challenges that come about in the both private and public sectors. The students will gain the knowledge, skills and tools needed to effectively respond to these challenges in order to drive impactful change and develop sustainable business practices.

The purpose of the course is to provide students with the theoretical and analytical tools needed to map the customer journey across multiple touchpoints. The focus of the course will be primarily, but not exclusively, on digital channels and their integration with offline channels in order to gain a comprehensive overview of company-customer interactions.

The course provides the theoretical and methodological tools to correctly understand the mechanisms underlying consumers’ decision making. In particular, at the end of the course, students will be able to a) master the most relevant theories of consumer choice, b) analyze how consumers make decisions, and c) plan and implement a marketing research aimed to explore and predict consumer choices.

Introduction to marketing research: descriptive analysis. Utilizing probability and hypothesis in marketing research. Design and technical development finalized for collecting primary data. Data analysis: regression. Segmentation and clustering techniques. Perceptual maps and positioning.

The course aims to introduce students to the most relevant issues (foundational and more advanced) of digital technologies, discussing the most important present and future consequences on the lives of individuals and on the structure and functioning of organizations and processes. The course consists of 5 seminars: Ai & Machine Learning, All-in Security, Cloud & Beyond, The Science of Data, Internet of Things.

The process of marketing and sales management: from value analysis for the client to communication and delivery in the market. Value analysis for the client: the drivers of value for the client. Construction value for the client: segmentation, targeting, positioning and defining value proposition. Measuring the value for the client and pricing choices.  From the construction of the value to the commutation of the value: communication above and below the line. Distributing value: go to market, sales and key account management. The marketing plan, sales metrics and marketing performance.

Introduction to basic accounting principles, accounting concepts, and accounting terminology. Financial statement analysis. Basic cost concepts and cost accounting. Introduction to management control principles and techniques.

Introduction to governance, project management and IT elements useful to understand how to lead a Data Lake for Marketing (and subsequently Customer Data Platform) initiative to success.

The course will provide students with the tools to implement an end-to-end data marketing project, from conception to implementation and the business value it brings, using structured (analytical) and unstructured (images and text) data.

This course focuses on the importance of using multiple sources and platforms to make data-driven marketing decisions in today’s digital business environment. It focuses on how to manage multi-platform, multi-structured and big data to provide data-driven solutions to business problems.

This course will provide the theoretical and methodological framework to properly
design a marketing data strategy: Starting from the analysis of the negative effect of a “poor” data
strategy, the course will go through (using also use cases and practical application) the main steps
necessary to assess organizational business needs, define priorities and design a data strategy
execution plan.

It is a fully comprehensive journey on data visualization which provides a skillset that will allow students to manage data visualization in its various shapes. The course has a business focus dedicated to building and polishing the basic dashboard elements to optimize the typical requests presented by companies such as those from marketing department.

This course provides an introduction to marketing automation, covering the fundamental concepts, tools and strategies used to improve customer engagement and drive business growth.

Since the first mechanical automations of the 17th century, one of the great dreams of the humanity has been the construction of machines exhibiting human behaviors and intelligence. Artificial intelligence (AI) is a discipline whose goal is to realize this dream by using the most different techniques, from symbolic computation based on logic to sub-symbolic models inspired by the structure of the brain, such as neural networks.

The last few years have witnessed a sensational exploit of AI applications in many different fields – with a relevant growth of investments – inducing many experts to believe that the dream will come true in a short time.

This is inducing many companies to reconsider their business strategies and, more generally, requires a deep rethinking of several crucial aspects of our society.

The course will provide an introductory overview of the various existing AI techniques, focusing on their industrial applications, discussing future opportunities and challenges, touching also on some social, economic and ethic implications.

This course introduces the basic principles and methods of Business Intelligence with emphasis on Data Warehousing, OLAP analysis, and social intelligence. It also focuses on how Business Intelligence solutions can be designed according to user requirements and desires and includes a hands-on session with OLAP tools (mainly Power BI).

The course is organized in order to provide students with the possibility to learn by actively applying the tools learnt in class to concrete cases. Due to its practical nature, the course will enable students to learn about the tools to be used in order to generate, nurture, and maintain over time the relationship with the customer.

The goal of the course is to give the participants a toolbox of techniques to apply in personal communications. Vital among these is providing tools for analysing, comparing and contrasting yourself with your audience. A series of techniques for lateral thinking and persuasion in the context of personal communication will be reviewed. The scope of these final meetings will be preparing for the job interviews demanded by the placement process at BBS. To this end, a series of “mock interviews” will be executed by professionals in the HR and Marketing fields.

This course enables students to develop an effective and updated vision of the digital scenario using social network marketing, digital marketing, lead generation, e-commerce, loyalty and content marketing.

The course offers an overview of the most modern software systems for business data modeling and synthesis of reports, dashboards, indicators (KPIs) and quantitative business intelligence systems. The topics of data management, data cleaning and automated data refresh will be addressed.

Participants will learn how to link together tables of data from any source, located anywhere in the world, and to integrate them with their own strategic tables to set up high value analysis.

The course will also provide the knowledge and practice to perform complex calculations on data structured in tables, from corporate ERP systems, Excel database Excel files, SQL Server, web pages, feeds, relational databases in general, social sites. The company reports and dashboards will be interactive and accessible from any device connected to the network.

The software described and studied will be scalable, to best address the activity of Analytics on data of different complexity and breadth of management, providing potential sharing structured and controlled.